Let’s just call it a love-hate relationship: According to reports, automakers are launching a new radio ad campaign Tuesday accusing the Obama administration of threatening the industry's recovery by seeking 56 miles per gallon fuel economy target by 2025.

July 16, The Detroit Free Press: “Gloria Bergquist, vice president of the Alliance of Automobile Manufacturers, said the group hopes to "start a discussion about the critical role of consumers" with the ads.

“White House spokesman Matt Lehrich said the administration would engage all parties as it worked to "develop a standard that will save families money and keep the jobs of the future here."

The newspaper reports the ads will air in Michigan and six other states.

Chrysler Group LLC, Ford Motor Co. and General Motors Co. are members of the alliance, along with numerous other automakers, such as Toyota Motor Co. and Volkswagen AG.

The ads are in wake of reports of the Obama administration considering a requirement for cars and light trucks to average 56.2 mpg by 2025 — a move that could boost the cost of vehicles by $2,100 or more.

The White House is telling automakers it's willing to accept less stringent fuel economy requirements for light trucks as it tries to reach a deal over 2017-25 standards, according to reports.

July 16, Detroit News: "But the White House still wants fuel efficiency standards 'in the range' of a fleetwide average of 56.2 mpg by 2025 — more than double current requirements, the sources said.

"The Obama administration has been in talks with automakers for weeks and is showing some flexibility — including discussing extending credits for air-conditioning improvements and flex-fuel vehicles — as well as a mid-term review that would ensure consumers are buying more efficient vehicles."